KFC begins fry funeral campaign
By Derek Winkler
Fast food chain KFC Canada has begun a promotion for its new french fries. The effort takes the form of a funeral for the chain’s old style of french fries, including a branded hearse that visited a number of high-traffic locations in Toronto. The promotion also features an online funeral service with a eulogy describing the lack of consumer enthusiasm for the old fries. The online funeral will be streamed live on Aug. 1 at <http://www.kfcfryfuneral.com>. The promotion also includes television, out-of-home, online video, in-store and social media advertising. It was developed by Courage. KFC Canada is a subsidiary of Yum Brands.
“Canadians rated KFC’s old fries as the lowest-rated fry in the nation,” said Dhaval Bhatt, chief creative officer at Courage. “ Naturally something needed to change. When we heard KFC Canada reference the box the old box as ‘The Fry Coffin,’ we saw an opportunity to really send the not-so-beloved spuds off in a big way, and what’s bigger than a public funeral procession throughout the streets of Toronto?”